MaXi
One researcher and one youtube channel later.
An open, welcoming and informative brand identity was on the menu for MaXi, a venture by Hoffmann Media LLC. Based on ethical, helpful, and healthy information, MaXi is a research-backed nutrition channel currently focused on providing high-quality knowledge about the relationship between nutrition and weight loss.
Food, nutrition, science
client
MaXi
services
Visual Identity
Merch
Non-visual Identity
Visual identity
Process
My client gave me a rough sketch of how they envisioned their logo. We discussed their short and long term goals, ideal audiences, and how they wanted to show up in the world.
From there, I designed 3 concepts to choose from and as we progressed, we refined further and further, chipping away until we reached MaXi’s true essence and visual identity.
Deliverables
Color Palette
Typography
Logo Suite
Illustrations
Imagery
Merchandise designs
Mockups
Color Palette
Typography
Comfortaa - Bold
Comfortaa
Logo Suite
Illustrations
Imagery
Mockups
Non visual
Process
Brand Story
Voice
Personality
Deliverables
Voice
Personality
Brand Story
Key Messages
Brand Story
MaXi was created to help people feel more confident, informed, and in control of their health, minus the pressure and misinformation. Built on compassion and backed by science, MaXi offers clear, research-based guidance on how nutrition and weight loss impact each other and you, with a focus on education over quick fixes. It’s not a fitness channel trying to sell you a body, instead it’s a trusted, thoughtful resource for people who want to make long-term, sustainable changes. Whether you're just starting or recalibrating your journey, MaXi is here to help you feel better about your habits, your health, and yourself.